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DIGITAL BEHAVIOUR INSIGHTS 
Role of social media and Ad Retargeting in increasing market visibility 
DIGITAL BEHAVIOUR INSIGHTS 
Role of social media and Ad Retargeting in increasing market visibility 
Presented by Ankur Sethi, Founder & Director – Corporate Shiksha 
At Internet Summit 2014: Emerging trend of e-commerce in India 
Organised by Indian Institute of Management Rohtak on October 18, 2014
www.CorporateShiksha.in 
© 2014 Corporate Shiksha. All Rights Reserved. 
2 
SESSION HIGHLIGHTS 
Key areas for our discussion in today’s session. 
01 
02 
03 
Retargeting 
Social 
Engagement
www.CorporateShiksha.in 
© 2014 Corporate Shiksha. All Rights Reserved. 
3 
06 
Social media is a great way to connect with your audience and have a two-way conversation. Creating a global social media strategy 
early on will prepare you for all of these challenges, and will keep you from overextending your resources. 
CONNECT SOCIAL 
01 
02 
03 
04 
05 
07 
From ‘also mobile’ also to ‘Mobile first’ 
Listening/Monitoring Tools 
Visual appeals 
Cross platform with repurpose content 
Conversational vs. scripted 
Be responsive – response with speed 
Measure and Improve
www.CorporateShiksha.in 
© 2014 Corporate Shiksha. All Rights Reserved. 
4 
06 
Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting 
works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. 
AD RETARGETING 
01 
02 
03 
04 
05 
07 
Frequency Caps (who to follow and how much) 
Burn Code (post conversation) 
Audience Segmentation (stages in user lifecycle) 
Contextual Targeting (demographic, geographic) 
Ad copy is critical as Strategy (make beautiful ads) 
A/B Testing 
Measure Effectiveness
www.CorporateShiksha.in 
© 2014 Corporate Shiksha. All Rights Reserved. 
5 
06 
When customers believe they are getting more out of a business, they give more to it. 
There are three types of customers - actively engaged, actively disengaged and Indifferent. 
CONSUMER ENGAGEMENT 
01 
02 
03 
04 
05 
07 
Understand and Define Engagement 
Customer centric approach 
Consistency – Communication & Content 
Make sharing easy – enable amplification 
Games, Contests, #TChats, Hangouts 
The Viral effect 
Measure Effectiveness
www.CorporateShiksha.in 
© 2014 Corporate Shiksha. All Rights Reserved. 
6 
Corporate Shiksha Corporate Shiksha™ – the learning network for Young India is a next generation platform, established to nurture and grow the capability of young and aspiring professionals. It is focused on helping students and working professionals to get ahead in their corporate career by facilitating practical & experiential learning programs with a spirit of volunteerism and social development. 
Corporate Shiksha is an organization which provides a way for those working in the corporate sector and those planning to join it, to effectively use their skills in moving up the corporate ladder. To do so, it provides training so as to bridge the gap between workers and their job requirements. It enables them to enhance their skill set and manage expectations effectively. 
ABOUT US
7 
ABOUT CorporateShiksha 
Our journey so far! 
2013 
START 
Inception of Corporate Shiksha 
August, 2013 
Launch of Workplace2020 – Corporate Community in South Asia Region. 
September 2013 
Digital Knowledge Centre Launched 
October 2013 
Career Accelerator Program - Learning program for HiPos launched. 
March 2014
8 
2014 
2014 
2014 
Organized our first CEO Dialogue. 
Keynote by D Shivakumar, PepsiCo India Chairman 
May 2014 
Launch of www.MarketingInsights.in by Sanjay Kapoor (Chairman, Micromax ) and Sundeep Malhotra (Founder & CEO, HomeShop18) 
September 2014 
Year 1 Completion 
August 2014 
Start of Special Show on Television in partnership with Zee Business 
May 2014 
Workplace2020 Awards and Second CEO Dialogue organized. 
September 2014 
Career Launchpad program inaugurated - www.careerlaunchpad.in 
May 2014 
Continue
9 
Thank you 
Ankur Sethi 
Founder & Director, 
Corporate Shiksha 
@ankursethi 
9811091144 
ankur@corporateshiksha.in 
Lets connect and continue to learn from each other! 
” 
“ 
in.linkedin.com/in/ankursethi/

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Corporate Shiksha’s Founder speaks at Internet Summit organized by IIM Rohtak

  • 1. DIGITAL BEHAVIOUR INSIGHTS Role of social media and Ad Retargeting in increasing market visibility DIGITAL BEHAVIOUR INSIGHTS Role of social media and Ad Retargeting in increasing market visibility Presented by Ankur Sethi, Founder & Director – Corporate Shiksha At Internet Summit 2014: Emerging trend of e-commerce in India Organised by Indian Institute of Management Rohtak on October 18, 2014
  • 2. www.CorporateShiksha.in © 2014 Corporate Shiksha. All Rights Reserved. 2 SESSION HIGHLIGHTS Key areas for our discussion in today’s session. 01 02 03 Retargeting Social Engagement
  • 3. www.CorporateShiksha.in © 2014 Corporate Shiksha. All Rights Reserved. 3 06 Social media is a great way to connect with your audience and have a two-way conversation. Creating a global social media strategy early on will prepare you for all of these challenges, and will keep you from overextending your resources. CONNECT SOCIAL 01 02 03 04 05 07 From ‘also mobile’ also to ‘Mobile first’ Listening/Monitoring Tools Visual appeals Cross platform with repurpose content Conversational vs. scripted Be responsive – response with speed Measure and Improve
  • 4. www.CorporateShiksha.in © 2014 Corporate Shiksha. All Rights Reserved. 4 06 Generally 2% of shoppers convert on the first visit to an online store. Retargeting brings back the other 98%. Retargeting works by keeping track of people who visit your site and displaying your retargeting ads to them as they visit other sites online. AD RETARGETING 01 02 03 04 05 07 Frequency Caps (who to follow and how much) Burn Code (post conversation) Audience Segmentation (stages in user lifecycle) Contextual Targeting (demographic, geographic) Ad copy is critical as Strategy (make beautiful ads) A/B Testing Measure Effectiveness
  • 5. www.CorporateShiksha.in © 2014 Corporate Shiksha. All Rights Reserved. 5 06 When customers believe they are getting more out of a business, they give more to it. There are three types of customers - actively engaged, actively disengaged and Indifferent. CONSUMER ENGAGEMENT 01 02 03 04 05 07 Understand and Define Engagement Customer centric approach Consistency – Communication & Content Make sharing easy – enable amplification Games, Contests, #TChats, Hangouts The Viral effect Measure Effectiveness
  • 6. www.CorporateShiksha.in © 2014 Corporate Shiksha. All Rights Reserved. 6 Corporate Shiksha Corporate Shiksha™ – the learning network for Young India is a next generation platform, established to nurture and grow the capability of young and aspiring professionals. It is focused on helping students and working professionals to get ahead in their corporate career by facilitating practical & experiential learning programs with a spirit of volunteerism and social development. Corporate Shiksha is an organization which provides a way for those working in the corporate sector and those planning to join it, to effectively use their skills in moving up the corporate ladder. To do so, it provides training so as to bridge the gap between workers and their job requirements. It enables them to enhance their skill set and manage expectations effectively. ABOUT US
  • 7. 7 ABOUT CorporateShiksha Our journey so far! 2013 START Inception of Corporate Shiksha August, 2013 Launch of Workplace2020 – Corporate Community in South Asia Region. September 2013 Digital Knowledge Centre Launched October 2013 Career Accelerator Program - Learning program for HiPos launched. March 2014
  • 8. 8 2014 2014 2014 Organized our first CEO Dialogue. Keynote by D Shivakumar, PepsiCo India Chairman May 2014 Launch of www.MarketingInsights.in by Sanjay Kapoor (Chairman, Micromax ) and Sundeep Malhotra (Founder & CEO, HomeShop18) September 2014 Year 1 Completion August 2014 Start of Special Show on Television in partnership with Zee Business May 2014 Workplace2020 Awards and Second CEO Dialogue organized. September 2014 Career Launchpad program inaugurated - www.careerlaunchpad.in May 2014 Continue
  • 9. 9 Thank you Ankur Sethi Founder & Director, Corporate Shiksha @ankursethi 9811091144 ankur@corporateshiksha.in Lets connect and continue to learn from each other! ” “ in.linkedin.com/in/ankursethi/